Planning pre-launch positioning: Segmentation via willingness-to-pay and means-end brand differentiators
Crossref DOI link: https://doi.org/10.1057/s41262-017-0030-z
Published Online: 2017-02-27
Published Print: 2017-05
Update policy: https://doi.org/10.1007/springer_crossmark_policy
Gengler, Charles E.
Mulvey, Michael S.
License valid from 2017-02-27